A man is attempting to 'virtually' row around the world on a rowing machine outside a shopping centre.

Dave Holby is embarking on a "buttock blistering" slog on the indoor rower to raise money for charity.

Often starting his day at 06:30 BST on the rowing machine, Mr Holby records up to around 100 km per day on the device's integrated computer system.

All of the money he manages to raise through sponsorship and on-the-spot contributions from supportive shoppers and passersby will be going to the Breakthrough Breast Cancer charity.

If he succeeds in his task, which requires him to row a total of 44,075 km, Mr Holby will also set a new world record.

However, he has found the attempt far from easy.

In a Twitter tweet yesterday evening, Mr Holby confirmed that Wednesday had been the "toughest day of the row so far, really grim plodding".

At the beginning of the week, he targeted 100 km per day for ten days - the first day's commitment of which demanded Mr Holby dip his "burning buttocks in icy water in preparation for tomorrow", which is no surprise given the time spent on the machine.